This document discusses how to build a selling system based on authority and a common thread. It recommends focusing on personal brands and networks through interviews to align with your business goals. A common thread is something the business can become known for that is tied to its goals and appeals to customers, like environmental sustainability. Personal brands can extend the reach of an existing brand. The document provides ideas for using a common thread through various media like podcasts, social media, and events. It outlines a process for identifying influencers, developing consistent messaging around the common thread, and measuring results. The goal is to create a knowledge-based selling system focused on authority around a shared value.

1. @roberts_ben_m
1
How to create a selling system based
on authority and a common thread

2. 2
Head of Marketing at Talkative
Podcast Host
Published Author
Wales’ #1 Businessman under 35
Conference Speaker
Who
@roberts_ben_m

3. 3
Email
Marketing
PPC
Social Media
Marketing
Ads – TV,
Radio & Print
Interview era
Moving from a world of intrusion & blatancy to collaboration &
Authority
@roberts_ben_m

4. The Interview Era
In the interview era, people need to focus on
their personal brands and networks in a way
that aligns with your business.
@roberts_ben_m

5. Influence & authority
Must find a common thread between the people and the business.
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@roberts_ben_m

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Personal brands
extend the reach
of your existing
brand
@roberts_ben_m

7. We need to rethink the way we interact
with our customer base
Especially in B2C environments where direct interactions with
customers are generally less frequent, and when they do occur, do so
in a customer service capacity
Thinking
7
@roberts_ben_m

8. 8
What is a
common
thread?
@roberts_ben_m

9. Traits of the common
thread
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Long-term
mindset
Tied to
business
goals
Something the
business can
become
KNOWN for
@roberts_ben_m

10. Example
of a
thread
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The Thread
Environmental sustainability
Mediums
Adverts and marketing messaging
based around the environment
The Messaging
That buying Old Mout Cider is an environmental
choice, and tone that also tastes damn good
Result
Seen as a brand with heart that
resonates with the customer base
@roberts_ben_m

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What is your common thread?
What do you want to be known for?
Sporting success?
Environmental sustainability?
Natural beauty?
Human-powered communication?
Information security?
Health & wellbeing?
Leadership development?

12. Internal
Vs
External
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Internal
Personal Brands
External Personal
brands
Clear link to the brand
Consistency
Progressive business
Extend beyond borders
Seen as independent
Ease of training
Unique styles
Instant impact
@roberts_ben_m

13. 13
Podcast
YouTube
Social Media
TV
Radio
Websites/Blogs
Ideas for the
interview
economy using
your common
thread
IDEAS
Mainstream MediaEvents
@roberts_ben_m

14. 14
Of
product
Of
market
Of
trends
Of
audience
1 2 3 4
A system of selling based on knowledge
@roberts_ben_m

15. 1
5
How do we
create this
system of
selling?
@roberts_ben_m

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Identify the
influencers
Common
Messaging
Freedom &
Flexibility
Stimulate
Conversations
A knowledge based system of selling
PROCESS
Identify
common
thread
Measure &
Evaluate
@roberts_ben_m

17. Example
of a
thread
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The Thread
Healthy food
Mediums
TV, Events, Social, Books,
cookery schools
The Messaging
Healthy eating can be done from home, can
taste better and can save you money – It’s also
better for the environment and your health
Result
Sales, increased revenue streams,
exposure, authority
@roberts_ben_m

18. The
book
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How to build personal brand or
business brand authority around a
common thread; a buzzword.
Marketing Buzzword to
Marketing Authority
@roberts_ben_m

19. Thank you!
Twitter: @roberts_ben_m
LinkedIn: Ben M Roberts
ben@ben-m-roberts.com